G4 Día de Muertos: A Tradition Earned Each Year

Some bottles return because the calendar says so. Others only return if they still have something to say.

That is the most interesting question behind G4 Día de Muertos. Not why a brand would launch a special edition for an important date, but what makes that decision keep making sense and deserve to be repeated year after year.

For Felipe Camarena, the answer is not seasonal. It is cultural, personal, and rooted in the standards G4 holds itself to.

Día de Muertos remains a tradition worth coming back to because its depth goes beyond the occasion. “It is an ancient tradition, rooted in pre-Hispanic times and enriched by the arrival of the Spanish in the Americas,” Felipe explains. “Something similar to tequila itself, with pre-Hispanic origins enriched by techniques brought by the Iberians.” That parallel gives the edition a reason for being that goes beyond commemoration: it places the edition within a broader conversation about continuity, heritage, and transformation.

But the bottle does not seek to pay tribute to history in the abstract. It seeks to honor those who are no longer here the way G4 knows how: with a tequila worthy of being offered. For Felipe, it is about keeping traditions alive while also feeling proud to “honor our departed with a good tequila, in the best way we can.”

That standard is what keeps the edition from becoming an automatic repetition. A Día de Muertos release can easily be reduced to something purely visual, or to a product made because the season demands it. The date alone is not enough. Neither is the visual language. The release has to meet the standard that has made G4 recognizable in the first place.

The design follows the same logic. The bottle and the box were created to evoke “traditional altars of the dead, with all of their representative details.” But the packaging is not the reason for the edition. It is the visible expression of a tequila that first had to feel right in the bottle.

That is why the liquid is what allows this story to hold. This year, G4 Añejo Día de Muertos is a special edition created for the occasion, with a profile Felipe felt was worthy of the tradition it was meant to honor. Felipe was convinced from the very first taste: “It is a very well-made profile that I liked from the moment I tried it; you immediately feel the passion, the experience, and the tradition in every bottle.”

And that is exactly where the line that cannot be crossed lies. When asked what would make the edition stop feeling right within G4, Felipe’s answer is immediate: “If we lose the quality.” This is not a bottle made every year just to check a box; the effort lies in feeling proud of both the liquid and the presentation that carries it.

That is the measure by which the edition is judged. It only earns its place at G4 when the tequila, the intention behind it, and its design live up to what the bottle is meant to stand for. That is the difference between an edition with true meaning and one that exists simply because the calendar says it should.

Discover G4 Añejo Día de Muertos 2026, pre-order yours, and find where to get it on the launch page. 

‍